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Benefits of Data-Driven Personas

benefits of data driven personas
Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics

Data-driven personas have the advantages of both personas and analytics!

See this open access article for the full story – Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics

Remarkably, with the combining of personas and analytics, the strengths of each approach help offset the deficiencies of the other. Conceptually, personas are easy for people to understand and generate empathy for the user, but personas are perceived as not granular and not actionable. Analytics data can be granular and actionable, but analytics can be cumbersome for employment and difficult for end users to comprehend. Nonetheless, the combination of both leverages the strengths and limits the weakness of each.

Jansen, B. J., Salminen, J., and Jung, S.G. (2020) Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to AnalyticsData and Information Management. 4(1), 1-17.
https://content.sciendo.com/view/journals/dim/4/1/article-p1.xml

Read more about data-driven personas

What is a Data-Driven Persona?

Introduction to Data-Driven Personas

Giving Faces to Data by Creating Data-Driven Personas

Explaining Data-Driven Personas to End Users

Got too many personas? This approach can help!

Do your think your personas are stable? They probable aren’t!

 

By Jim Jansen

Dr. Jansen is a Principal Scientist in the social computing group of the Qatar Computing Research Institute, and a professor with the College of Science and Engineering, Hamad bin Khalifa University, and an adjunct professor with the College of Information Sciences and Technology at The Pennsylvania State University. He is a graduate of West Point and has a Ph.D. in computer science from Texas A&M University, along with master degrees from Texas A&M (computer science) and Troy State (international relations). Dr. Jim Jansen served in the U.S. Army as an Infantry enlisted soldier and communication commissioned officer.

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